Britons enduring the summer heat are now favoring cooler destinations for their vacations.
In the past, families typically sought sunny getaways to escape the UK’s frequent rainy weather. However, this year’s string of heatwaves in England and Wales has sparked a new trend known as “coolcations.”
Instead of heading to popular warm locations like the Mediterranean, many travelers are actively searching for destinations where temperatures are more comfortable.
A survey conducted by InsureandGo in May revealed that three out of four UK holidaymakers believe that traditional hotspots such as France, Spain, Greece, and Cyprus will become too hot to visit by 2030. Data from Trip.com also showed a significant 237% increase in searches for cooler summer destinations.
Awaze, the company behind Hoseasons and cottages.com, reported a notable surge in online searches over the past three months, with a 420% increase for “coolcations” and a 300% rise for “escape the heat.”
Matthew Price, Awaze’s chief executive, noted that the soaring temperatures have led to the emergence of a new holiday category. He mentioned that more vacationers are now looking to cooler climate destinations, such as Scotland, Yorkshire, and the northwest of England.
The trend has also boosted the popularity of Scandinavian destinations, despite the potentially higher prices for British tourists.
Travel Counsellors, based in Manchester, observed a 25% increase in trips to northern Europe, particularly Norway, compared to the previous year. Bergen, on Norway’s west coast, is expected to reach a high temperature of 20°C this week.
Jim Eastwood, the UK chief executive of Travel Counsellors, highlighted that the ongoing heatwave has prompted people to carefully consider the timing of their travels. He mentioned that shoulder-season holidays have been gaining traction for their comfortable temperatures, value, and availability.
Hyatt, a hotel firm, reported a doubling in bookings for Sweden over the past three years.
Trailfinders, a travel agency, recommends Iceland, the Swiss Alps, and South Africa as ideal coolcation destinations. In South Africa, where it is winter, temperatures typically range from 17°C to 20°C.